My tutorial presentation makes us to understand the construing of advertisement. It could be found everywhere. We are surrounded by the messages from billboards, store signs, huge electronic monitors, which have been embodied much means for causing passers-by attention to achieve the most effective willingness of consumption; therefore, the individual is labeled as the consumer. Some parts of the populace would get used to it by filtering out them, but others would be annoyed by the radio or television commercials and, most objectionably, the calls from telemarketers.
Media is the most crucial way to activate the activity of consumption. Two main areas are to be considered from the media according to the consumer theory: the democratic nation state and the industrial economy. Concerning the values or equality in family life, gender relations, sexual preference, consumer patterns and emotional dynamics, consumption is considered for the reproduction of labour and the satisfaction of needs. It controls our mind to distinguish reality, in which a city is just simply like a real ‘imaginary museum’. The people in the city are bounded by a language system, which is a production of meaning and a sort of speech, from the advertising media restricting the freedom of the individual and group to choose rather than offering more varieties for the consumer’s benefits: ‘Consumers are transformed into immigrants’. Different types of consumers in different sex, age, class, gender, ethnicity, race and region form specific types of consumptions are varied by four aspects: the social relationships to catalyse consumption, the consuming act to the goods, the participation of the consumer in the research of designing products and the frequency of consuming activity. Consumption in the modern world increased spectacularly with the help of the advertisement in several media.
Mark Poster finally concluded that media in the consumption are ‘as old as culture, influencing, constraining, enhancing and generally making possible from the beginnings of human society the practice of culture.’ No matter how the political or economical condition could be developed, media could transmit messages to the populace through their infinitive strategies made use of in order to let us be addicted without remedy by the typical patterns of consumption.
Finally, the presentation will be concluded by the colleagues expressing their daily experience of viewing advertisement in different places to let them bear in mind that how media could practically influence our habits of consumption and how it becomes the main part for constructing our daily life.
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